Preferensi Dan Tingkat Kepuasan Konsumen Terhadap Pembelian Buah Durian Segar Pada Rumah Durian

Abstrak

The increasingly advanced era makes consumers have a more flexible attitude in determining the criteria for purchasing durian. This research aims to identify how consumer preferences and their level of satisfaction with the attributes of durian fruit at Rumah Durian Jember. This research uses descriptive and analytical research which was carried out for 4 months, starting from January 2025 - April 2025. Sampling used a non-probability sampling technique, namely accidental sampling. Respondents in this research were consumers who purchased and consumed premium durian fruit at Rumah Durian Jember, with a total of 70 samples. The data analysis used was conjoint analysis and Customer Satisfaction Index (CSI). Based on the research results, consumer preferences for purchasing fresh durian fruit at Rumah Durian Jember are durian fruit with attributes of brownish-green skin color, yellowish-orange flesh color, creamy soft texture, weighing > 1 kg, having a bittersweet taste, a pungent aroma, and a price ranging from. IDR 100,000.00 - IDR 250,000.00. The attributes most considered by consumers based on importance values ​​are respectively taste, price, fruit skin color, aroma, weight, texture, and fruit flesh color. Consumer satisfaction with purchasing fresh durian fruit at Rumah Durian Jember is in the very satisfied category with a Customer Satisfaction Index (CSI) value of 83.16%.